Campaign details

Advertiser: Vodafone Idea
Brand: Vodafone Idea
Agency: Ogilvy Mumbai 
Country: India

Objectives

Context: Across small towns and villages in India, mobile phones are a right for men and a privilege for women.

∼95% of Indian subscribers use prepaid connections1, where there are no contracts, making it easier for customers to churn and harder for brands to build loyalty. Only 43% of women own a mobile phone while 35% of all mobile internet users are women2.

Women make up only 18% of Vodafone's (India's 2nd largest telecom operator) 200MM plus subscribers . Men use phones for work, while women need to justify why they require a phone. Telecom usage amongst young women and married women, who live with their husband's families is controlled to restrict social interaction3.